Effective fundraising is built around tension. It's about unresolved needs and challenging concerns. It's about dreams, passions and solutions. It's about a world that's not yet perfect.
Effective fundraising is urgent, important and inspiring.
At its best, it doesn't let that tension go easily.
But tension can be uncomfortable, which makes us lean towards the pleasant, "look at the great work we've done!"
The fact is, when you're happy, your work is done. You don't need anyone.
When you approach your communications with drive, desire and determination, people understand that their support is necessary for you to continue your work. So hold on to that tension. It will raise more dollars.
And then everyone will be happy.
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